How is public relations used as a persuasive tool in communications?

Public relations, from a business perspective, serve as the voice of the company or corporate enterprise that it represents. In relating public relations to communications there are many instances where it can be seen as a very persuasive tool. For instance, in advertising public relations is a vital tool whose objective is to reach out and rally the audience the advertisement is targeted to. Public relations can help people jump on the band wagon, buy the product, and become a new loyal customer. Also, the use of Public Relations in communications can also play a vital role in gaining public trust. Being persuasive in public relations can be used to help sway a large amount of the public back onto your side. In light of consumer crisis when a product turns bad and makes people sick, public relations is the part of communications that persuades their consumers into trusting that their product suffered a “minor” malfunction and that all is safe. Not only is public relations the informative voice that an audience needs to believe, it is also a force that creates policy. In order to be persuasive in the media, public relations must devise policies (appropriate to the company) that persuade their consumers to trust them.